Indian Music Culture Thriving in the Streaming Age, Shows Nielsen Report

With a population of over 1.2 billion, there’s a reason India has been called a “sleeping giant” in the global music landscape. Now, per Nielsen’s India Music 360 2018 report, which comprises 1,570 interviews among “online consumers” from 16-45 years old, we can see definitively how the country’s music consumption behaviors stack up. The picture it paints is one of a tech-savvy listenership that is growing quickly as physical media becomes a thing of the past. People in India consume on average 20 hours of music per week, either as a primary or background activity.

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